1. Attitudes toward a brand result from a combination of __________________ attitude-formation processes.
primary and secondary
linear and non-linear
associative and non-associative
central- and peripheral-route
None of the above.
Correct answer: (D) central- and peripheral-route
2. A strength of radio advertising is ________________
the ability to reach segmented audiences
the ability to reach prospective customers on a personal and intimate level
low cost per thousand
short lead-times
All of the above
Correct answer: (E) All of the above
3. In a _________________ advertising schedule, advertising is used during every period of the campaign, but the amount of advertising varies considerably from period to period.
flighting
dated
plotted
pulsing
continuous
Correct answer: (D) pulsing
4. Marketers can enhance the consumers' ability to access knowledge structures by ________________
using loud music
using colorful ads
employing verbal framing
repeating brand information
increasing curiosity about the brand
Correct answer: (C) repeating brand information
5. All marketing activities that attempt to stimulate quick buyer action or immediate sales of a product are known as ______________________
Sponsorship
Advertising
personal selling
sales promotion
Publicity
Correct answer: (D) sales promotion
6. A detergent that advertises how clean it gets clothes is appealing to the ___________________ consumer need
Functional
Symbolic
Biological
Utilitarian
Experiential
Correct answer: (A) Functional
7. Which of the following is NOT a requirement for setting advertising objectives?
Objectives must specify the amount of change.
Objectives must be stated in terms of profits.
Objectives must be realistic.
Objectives must be internally consistent.
Objectives must be clear and in writing.
Correct answer: (B) Objectives must be stated in terms of profits.
8. The ______________________ component of attitudes focuses on behavioral tendencies
Affective
Instrumental
Conative
Cognitive
Behavioral
Correct answer: (C) Conative
9. The process of translating thought into a symbolic form is known as _____________________
Encoding
Feedback
Noise
Decoding
the message channel
Correct answer: (A) Encoding
10. Margaret Stephens notices the television commercial because of the loud sounds. This is an example of ______________________